**Start-up company Memphis Meats says future, consumer meat products won’t start in a pasture or feedlot, but rather in its laboratories.

They’re harvesting muscle cells from real animals and growing them into edible meat products. The company has been showcasing lab-grown poultry and meatballs, and vows to have cost-competitive commercial products within 10 years.

It also made a splash by securing venture capital funding from meat industry giants Cargill and Tyson.

The National Cattlemen’s Beef Association has made consumer protection from fake meat claims one of their policy priorities.